Brazil sanitary protection market: R$2.2 billion industry in 2012

In 2012, Johnson & Johnson Industrial Ltda remains the leader in the
brazil sanitary protection market with a 33% value share thanks to a
clear leading position in pantyliners, under the Carefree brand, as well
as leadership in tampons with o b and a close second place in towels
with Sempre Livre. The company has invested in its own sales force
dedicated to small and medium retailers, helping them to implement and
manage the whole category. It has also begun using recycled products in
much of the plastic used in sanitary protection and nappies, reducing
costs for Johnson & Johnson?s business. The "Central de Reciclagem
de Residuos" (Recycling Waste Center), inaugurated in April 2011 thanks
to a R$1.5 million investment, should be profitable within two years of
operation.

Unit prices of sanitary protection increased by 5% in
current value terms, impacted by the rising cost of raw materials,
including cellulose, cotton and plastic. The growing availability and
success of added-value products, including features such as increased
absorption, odour control, greater comfort and sophisticated packaging
and design also contributed to the rise of unit prices.

Sanitary
protection, excluding intimate wipes, is expected to see a constant
value CAGR of 2% over the forecast period. This moderate growth will be
boosted by rising disposable incomes, especially among lower and middle
class households, which will continue to drive a trend of trading up, as
well as increase the relatively low penetration rates. Aware of the
growing success of added-value products and desire for higher profit
margins, manufacturers should increasingly invest in product innovation
in order to differentiate from competitors and grow the overall market.

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